Buyers are changing how they buy; are you changing how you sell?
Customers have clearly changed how they conduct their buying process. Their expectations have changed as it relates to their process of evaluating product or service options, self-educating, participating in decision making groups, and ultimately deciding on and making a purchase.
Customers now spend significantly more time doing on-line research, they expect to be served up content aligned to their buying process and on their time frames. The last thing that most of them want to do is talk to a sales person.
As a result of this change, sales teams are struggling to engage with customers and meet their targets leading to a loss in sales productivity.
The customer is increasingly difficult to reach, leading to sales productivity metrics dropping of a cliff.
When sales reps finally speak with their target, they are viewed by the customer as woefully under-prepared, primarily because today's customer is privy to endless amounts of information and perspective prior to ever engaging with sales. Customers who are under-whelmed aren't inviting sales reps back to take the process forward, which means the money and effort invested in reaching those customers has been wasted. As a result, sales performance is suffering, with an estimated 67% of sales reps not meeting their quotas.
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